2018 – I have crafted an awesome demand generation strategy for this year

2019 – I don’t know why the demand generation strategy did not give me desired results. How do I justify marketing budget to the C-suite?

We have come across a lot of these! No, seriously!

Sometimes the demand generation strategy and tactics were beautiful but due to lack of “repeated procedures required” they FAILED (rather miserably!)!

Yikes. I cannot imagine myself being there.

If you are a B2B marketer, you will know the magnitude of revising strategy each year. It is not an end-moment-game, it is something which goes along from the time you implemented your previous strategy.

Let us divulge the secret today! In this post we will discuss 6 demand generation activities / efforts which need to be constantly implemented if you want bangs for your buck.

1. Evaluate goals (and revise them if need be)

This is a no brainer.

You need to evaluate goals against the performance quarterly (or bi-annually) and set new goals (or revise them) depending upon what you have achieved (or haven’t achieved)

Demand generation activities / goals can be defined in terms of MQLs, SQLs, %age of revenue, driving awareness, using new demand generation tactics that haven’t been used before. Include target outcomes (short term as well as long term) for each goal set. You’ll never get anywhere if you don’t know where you’re going.

Let’s take an example. If you created an ebook with a target of at least 10,000 downloads in 3 months, you need to see whether you achieved it. If not, what can be changed or if you already achieve it within 3 months, what can you do to achieve your next target sooner.

We understand that producing content often is NOT easy. But, for demand generation activities / efforts, always look for content which is doing well in terms of driving traffic, shares, comments etc or have gone viral.

You can take such content and repurpose it to make more content (and for different platform). For example, if you were writing a blog post on hosting services which is driving huge amounts of traffic, you can repurpose it to make an ebook, worksheet, tutorial, checklist or an infographic.

You cannot wait for the year to end to utilize content which has gone viral today!

Also, keep making an effort to understand your buyer persona better and develop content that resonates with your audience. Again, you will never get anywhere if you don’t know who you are targeting! Always keep a lookout for information on your audience and add it to your data.

3. Spread content

Your content needs to travel in any and every way possible. Don’t expect your audience to land on your blog post just because you have published valuable content. It WILL get lost in the 3 million other post which are written every day.

Review content promotion tactics on a regular basis. Include promotional strategy which ALWAYS work, for example, building a list and using email marketing, sharing on social media regularly, and our favorite – content syndication.

Contact Us

Author Vikas Bhatt

Vikas is the co-founder of OnlyB2B ITES Pvt Ltd and a Demand Generation cum Data Cleansing Expert. He has 10+ years of experience in B2B Lead Generation, Data Mining, and Content Syndication.
Say hi on vikas.bhatt@only-b2b.com

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Only-B2B.com is a B2B demand generation powerhouse headquartered in San Francisco with operating centers in India. We help companies who are in constant search for business leads to make their marketing campaign a success. With us, you will experience a great blend of creativity and professionalism along with passion for what we do.

Resources

How to Get Better at B2B Lead Generation
B2B Lead Generation is one of the most challenging part is what all the marketers agree upon. Strategies used in B2B lead generation evolve as companies gain new insights into what does and doesn’t work.